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dc.contributor.advisorHerrera Peña, Manuel María-
dc.creatorLarrea Robalino, Andrés Rafael-
dc.creatorBacigalupo Vera, José María-
dc.identifier.citationLarrea Robalino, A. R.; Bacigalupo Vera, J. M. (2012). Plan de negocio para la creación de una empresa dedicada a la producción y comercialización de complementos nutricionales a base de amaranto para niños y adultos en la ciudad de Quito. (Tesis de pregrado). Universidad de las Américas, Quito.es_ES
dc.descriptionThe following business plan consists of an enterprise that produces and sells nutritional products based on amaranth with the objective to nurture and satisfy the needs of the population of Quito. The enterprise will be in charge of receipting and classifying raw material, as well as the transformation and commercialization of processed products with high quality controls. Ecuador’s Food and Beverage Industry is in development, it represents around 7.5% of the GDP, and it is estimated that it will grow about 4.6% annually in the coming five years, which evidences its stability and importance in Ecuadors economy. The target market is composed of men and women older than 18 years old, elderly people, and parents of children between four months old and six years old. These segments were established based on information derived from the study with primary sources (surveys and focal groups), and secondary sources. The market investigation reveals, that 70% of the people are willing to buy amaranth products, and that 75% would prefer to buy them in supermarkets. The preferred containers for product’s complements are Tetrapack, 55% for milk, and 80% for powdered milk. The enterprise will apply a differentiation strategy to position the product as a unique one, in order to be the first enterprise to produce and commercialize nutritional complements based on amaranth, whose principal competitive advantage lies in its nutritional contribution.en
dc.description.abstractEl presente plan de negocios consiste en la creación de una empresa dedicada a producir y comercializar productos nutricionales a base de amaranto, con el objetivo de nutrir y satisfacer las necesidades de la población quiteña...es_ES
dc.format.extent147 p.es_ES
dc.publisherQuito: Universidad de las Américas, 2012es_ES
dc.titlePlan de negocio para la creación de una empresa dedicada a la producción y comercialización de complementos nutricionales a base de amaranto para niños y adultos en la ciudad de Quitoes_ES
Aparece en las colecciones: Ingeniería Comercial

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